It's amazing how little some people value digital privacy. In a recent study, given the choice between one digital service with strong privacy and one 65 cents cheaper without such promises, consumers opted for the cheaper option.

The finding is right here. Admittedly, these are lab tests, but that's fine. The test was based on a one-off transaction for cinema tickets. One method of purchase was secure; the other demanded extra personal details that would be freely distributed. When both services cost the same, consumers took the secure route. When the less secure method offered a 65 cent discount, the majority of consumers took that option.